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Executive Summary of Original Research Conducted by Rentrak, comScore, and The Intelligence Group **Bruce Goerlich, Chief Research Officer, Rentrak Joan FitzGerald, VP, Television and Cross-Media Solutions, comScore, CEO, Mobilewalla Allison Arling-Giorgi, Sr. Director of Strategic Innovation, The Intelligence Group – a division of CAA Moderated by: Marc Siegel, Director of Sales, Bloomberg Radio
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National Footprint: 8.7 million Households/22 million televisions
1 Rentrak HH projects to 13 National HHs
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Rentrak is the Only Company to Integrate Viewing Data from all Operator Types
CABLE SATELLITE TELCO
TV Essentials provides a nationally representative view of consumer’s viewing habits from 22M televisions for advanced targeting television decisions tied to consumer behavior and geography
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Rentrak Advanced Targeting Capabilities
8.7M HH22M STB
Level 1Targeting
Level 2Targeting
Level 3Targeting
Integrated with Simmons, MRI,
Epsilon
Advertiser customer segments
Household Level Match
Broad range of consumer
behavioral data
Use advertisers’ customer data to build
segments
Direct match of customer or transactional data to target
and mearsure ROI
Geography
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Obama For America (OFA)
• OFA identified 44 TV markets of interest
• 25 million-household voter list
• Match period was from August 2011 to October 2012
• 8 to 10 core segments
• OFA had a name/address file (voter file) and different segments/targets associated with records in that file
• The OFA file was matched in a privacy-compliant manner with Rentrak TV households
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Obama For America (OFA)
• For both historical information and on a go-forward basis, Rentrak provided daily station and network quarter hour intelligence, within these 44 markets, to OFA and their agency
• OFA utilized this intelligence to plan their media buy, and to measure the effect of their media buy
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Obama For America (OFA)
• OFA indicated they had ~20% more efficient buy using these targets as compared to traditional targeting
• Their buys went 60 networks deep compared to 18 for Romney
• Far wider buys were also made across station line-ups